Helen Cox Marketing Consultant Kent and London

Helen Cox Marketing Legal and B2B Marketing Consultant Kent and LondonThere are many different approaches to take when it comes to marketing for law firm’s. Being able to utilise each and every one is how you can make sure that your business is as successful as possible. One example of marketing that you need to get right is content marketing.   

As the name suggests, this is where you use content (in a variety of forms) to promote your law firm’s offers and get your message across.   

You will quickly learn about content marketing because it can be a much broader form of marketing than you realise. This means that it can be hard to know what is the right approach to take and what is going to work for you.   

Considering that you are going to want to get content marketing as right as you can, I have put together my top tips on how you can jazz up your law firm’s content marketing with 11 different ideas, tips and approaches for you to try out for yourself.   

Create law firm’s video content

There are lots of great ways to market yourself. However, one of the best methods has to be video marketing. In fact, it is thought that as many as half of people want to be able to see videos from their favourite brands. This will apply to law firms as well.   

The thing about videos is that they are easy to digest. They can explain a more complicated piece of information, and the person watching can simply then understand it.  

Not only this, but it is also easy to take in. You don’t have to use too much effort to watch a video. Whereas you may if you need to if you read the same information presented as a blog post.   

Another great thing about video content is that it is versatile. There are so many different ways that you can use it to your advantage, which means that it is definitely one approach that you need to try out.  

Show how law firm’s help by using case studies  

Whilst a testimonial is a great way to show what you can do, sometimes you need to be able to provide a little more detail behind that end result. A great way to do this is with a case study. Case studies are going to give you a chance to highlight the success that your law firm has had and what it was that you did to give a previous client the help that they required.  

They can go along with feedback and reviews that you have received. However, they will more often than not be a lot more in-depth and cover all of the key parts in more detail.   

Use the power of infographics

A great thing about infographics is the fact that they are very visual in their nature, meaning that they stand out on a page. Not only do infographics help to brighten up any content that you are putting together, but they can also be useful to explain something that is complicated and needs to be easier to understand, especially by those who are not experts themselves.   

Set an example with how-to guides   

Being able to provide detailed guidance on a legal matter is part and parcel of being a lawyer. This means that you should take every chance to share that expertise. Not only is it helpful to your audience, but it also shows them that you know what you are talking about.   

A how-to guide is a great way to do this. It provides advice and guidance to your clients, whether they are existing or prospective. The prospective clients can also see that you are going to be able to help them with whatever problem it is that they may have.   

Try your hand at blogs  

One of the more obvious choices when it comes to content marketing is blogs. Blogs are not only a great way to drive traffic to your website (and then, in turn, generate a variety of leads). But they also help you to display your expertise in your particular area of law.  

This is important because when a potential client is looking for a law firm, they are going to want to make sure that they have chosen one that can deliver exactly what it is that they need and to a high standard. Something that posting relevant, well written, and informative blogs are going to help you to do.   

Put together eBooks  

Whilst a blog is a quick fix when you need some content. If you want something that is much more in-depth and detailed, then an eBook might be the answer. eBooks are a long-form version of content and are able to offer a much more detailed insight into a particular topic.   

The idea of creating an eBook for your clients to download is that it provides them with valuable and insightful information that is relevant to their needs. In order to make sure that you create the right impression for your prospective clients, you are going to need to make sure that they are packed full of great information as well as being written in a way that reads well and has the best quality grammar.   

Share your law firm’s client reviews

We all hope to receive great feedback when we do a good job. However, not many of us actually chose to do something with that. A different route to take with content marketing is sharing client reviews. The great thing about client reviews is that it shows other potential clients just what you are able to offer.   

Rather than you telling them what you can do, they can hear from someone who has experienced your service first-hand. They will be able to talk about the entire client journey and show that with your help, they have found a solution.   

Check off checklists   

Sometimes the processes that surround legal matters can be complicated with lots of steps. The average person will find it hard to travel through the process and often won’t know the next step that they need to take.   

This is where a checklist can help. These offer step-by-step instructions covering complex legal topics. It shows them how they can solve an issue or what they may need to expect when going through a particular process without them having to worry about what is coming next.   

They should be simple to read and simple to understand, allowing them to dive in and out as and when they need during the process.   

Utilise user-generated content  

If you are looking for an easier way to put some content together for your law firm, then you may want to think about user-generated material. It is not only low-effort, but it is also client-centred (as it is written by a client). This means that it is going to appeal best to those who you are trying to target.   

The best part about user-generated content (apart from the fact that it takes some of the hassles of putting together content out of your hands, is that it doesn’t have to be complex. A few simple tweets are all that you need, the idea is that it is not only going to get a message across, but it will also be as shareable as possible.   

Dive into detail with your law firm’s whitepapers   

More often than not, the idea of a whitepaper is confused with an eBook. Whilst they are both similar (they are long-form content), there are some differences that you need to keep in mind. A whitepaper is packed full of information and detail, often meaning that they are more data-heavy than eBooks.   

Whilst they do contain lots of data, it is worthwhile noting that whitepapers can also be presented in a way that makes them as easy as possible to write and read. Usually by presenting them alongside other forms of imagery, including graphs and charts. This makes sure that it not only contains all the information that you need but also makes it as easy as possible to digest all that information.   

Go viral with memes  

You might not instantly think of humour when it comes to creating content to market your law firm, but sometimes funny content can have a great impact. Memes are a relatively new way to market your brand and consist of an image that has text that is culturally relevant with it.   

More often than not, a meme will become viral very quickly as they are easy to share; however, this does mean that you need to act quickly with them as time is of the essence. It also needs to be socially aware and fit in with the current climate, as well as be funny and relevant to your audience and brand voice too.   

As you can see, content marketing is much more detailed with more avenues than you may have realised. Find out how you can make the most of all of these options and deliver content that is not only relevant to your audience but that shows your law firm in the best light possible. 


Take a look at some of my other blogs you may be interested in:

Back to basics: Law firm video marketing 101

LinkedIn and Law Firms – how to bridge the gap with your company page

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.